Objective
This course provides the student with a thorough understanding of
the decision process involved in marketing communications.apart from
providing analytical skills for dealing with promotional decision the
course will also provide an understanding of the conceptual as well as
practical aspects of the subject. ..
Module I :-
Introduction to marketing communications, History of marketing
communications, Marketing Communieation &Consumer Behaviour. Role
of promotion in the marketing mix, Integrated Marketing Communication -
Advertising, PR, Publicity, Sales Promotion, Direct Marketing, Event
Management: relative advantages and disadvantages, Internet &
Marketing Communications.
Module II
Need for Marketing Communications - Market Research, Media
Options - Different types of Media - Comparative, Advantages &
Disadvantages, Media Management, Media planning, Media scheduling,
Development of a media plan, Market identification and media strategy,
Media strategies at different stages of brand life cycle.
Module III
Introduction to creativity concept, Growth of advertising in India,
Objectives of advertising, Benefits of advertising, Types of advertising,
Advertising organization, Advertising communication process,
Construction of an advertisement, Developing and appraising advertising
messages, Advertising media, Budgeting for advertisement programs,
Research in advertising, Evaluation of advertising effectiveness and
advertising agencies, Economic & social aspects of advertising, the
ethical aspects of"advertising, Trends in Advertising.
Module .IV
Sales Promotion: Definition, Scope ...;.. Sales Promotion Tools -
Developing sales promotion campaigns - Implementation and evaluation
of sales promotion campaigns - Trends in sales promotions.
Module V
Publicity and Public Relations:-role and importance- tools used-
Direct Marketing - Scope and tools, telemarketing',..lnternet marketing,
direct mailers - Event Management - Event as a promotional tool,
Integration of Marketing Communication.
|
